Recognizing that the referral reigns king in law firm marketing, the chief marketing officer of Kansas City’s Stinson Leonard Street recently spoke to the firm’s decision to expand its client feedback initiatives to include an electronic survey used to measure its Net Promoter Score – a customer loyalty metric that gauges the likelihood a client will refer a firm to others.

Legal market research firm Acritas recently published a report highlighting two important factors in making hiring decisions: the report implies that firms are being hired on expertise and fired on lack of value.

In professional services marketing, demonstrating thought leadership by publishing articles on topics that are important to your clients’ business continues to be a unique and effective way to demonstrate your expertise and industry awareness. In addition, contributing content to a newsletter, blog or industry magazine or newspaper underscores your commitment to improving general practices by sharing information openly with the larger business community.

If your firm is on the fence about implementing a social media strategy, a newly released J.D. Power and Associates 2013 Social Media Benchmark Study that “illustrates the relationship between a positive social media experience and consumer purchase intent” adds to the argument for taking the plunge.

Originally posted in The National Law Journal on December 13, 2012

By Adrian Dayton and Burton Taylor

Even firms that have enjoyed measurable success with LinkedIn and blogs retain their share of skeptics. How to win them over?